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BA Degree in Communications: Advertising & PR

Richmond, The American International University in London
3 - 4 Years
Full time
Bachelor's degree
Scholarships available

Program description

BA Degree in Communications: Advertising & PR

This program is aimed at producing outstanding communications professionals, with specialist marketing and public relations knowledge and skills. It will equip you for a successful career in marketing communications and public relations, with a thorough grasp of how to engage audiences across different channels.

For this program, it’s vital to have a grounding in the principles of communication. During the first two years of the degree, all Communications students at Richmond take the same core courses.

With our inter-disciplinary approach, you’ll be taken on an exploration of topics which involve communication, such as business, sociology and visual culture as well as studying the principles of marketing and PR and self-representation in the media. Small class sizes with an international cohort of students will give you a broad perspective. You’ll have the opportunity to listen to guest lecturers from the communications industry, providing their views on the latest trends and innovations.

The third and fourth years of this program are devoted to more specialisation in Advertising and Public Relations, when you’ll have the option to choose electives from an array of exciting topics, including Celebrity and Fan Culture, Video Production, Fashion Marketing and Retailing and From Script to Screen.

Not only that, you’ll also have the opportunity to put your ideas into practice by pursuing an internship with a leading communications company or global organisation.

Through our partnership with them, you’ll have membership of The Public Relations and Communications Association (PRCA) – Europe’s largest and most influential PR and communications membership body, which organises training, conferences and events for communications professionals.

It’s a career-oriented program, giving you a clear foundation in both theory and practice, taught in London – one of the world’s most important centres for marketing communications and public relations.

Like all Richmond graduates, you’ll also be able to qualify with two degrees – one for the UK and one for the US.

Admission requirements

3 Year Pathway Entry Requirements

  • A Level: 3 C's or equivalent

All other equivalent eligible transfer credits will be determined by Admissions.

4 Year Pathway Entry Requirements

  • A Level: 96 UCAS points
  • US High School Diploma (or equivalent): 2.5 GPA minimum (on 4.0 scale)
  • International Baccalaureate: 24 IB points (year 1) BTEC National Diploma: MMM.
  • Completion of Year 12-13 International equivalent secondary school qualification with a minimum grade average of grade of C including mathematics and English.

For more information about admission requirements, please visit the university website.

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Program content

3 Years pathway (Core Modules & Electives)

Year 1

Fall Semester

  • Foundations of Mass Media and Communications
  • Foundations of Sociology
  • Foundations of Business
  • Research & Writing I
  • Creative Expression

Spring Semester

  • Intercultural Communications
  • Introduction to Visual Culture
  • Scientific Reasoning
  • Quantitative Reasoning
  • Research & Writing II

Year 2

Fall Semester

  • Mass Communications and Society
  • History of Design
  • Social Research
  • Principles of Marketing
  • Elective

Spring Semester

  • Art History : Theories and Methods
  • New Media
  • PR and Self-Representation in Media
  • Elective
  • Elective

Year 3

Fall Semester

  • Senior Seminar I
  • Non-Western Visual Cultures
  • Working in the Art World
  • Elective
  • Elective

Spring Semester

  • Senior Seminar II
  • Senior Project in COM
  • Elective
  • Elective
  • Elective OR Internship

4 Year Pathway

Core Modules

Year 1

  • Foundations of Mass Media and Communications
  • Foundations of Sociology
  • Foundations of Business (required for MK/PR strand) / Foundations of Photography (required for MS and MP strands)
  • Transitions I
  • Transitions II
  • Quantitative Reasoning
  • Scientific Reasoning
  • Creative Expression
  • Research and Writing I
  • QFC Level 3 Elective

Year 2

  • Intercultural Communications
  • Introduction to Visual Culture

Year 3

  • Mass Communications and Society
  • Cultural Theory

Year 4

  • New Media
  • PR and Self-Presentation in the Media
  • Senior Seminar 1
  • Senior Seminar 2
  • Senior Project in Communications


Year 2

Plus three of the following:

  • The Language of Art
  • Worlds of Music
  • Introduction to Advertising Practice
  • Communications for PR and Advertising
  • Sonic Media Production
  • Contemporary London Performance (MP and MS strands only)*
  • Writing Science Fiction (MP and MS strands only)*
  • Rich World, Poor World
  • Introduction to Film Studies
  • Film in the Americas
  • History of Fashion
  • Introduction to Writing for the Media
  • Introduction to the Business of Fashion
  • Gender and Culture
  • Plus all of the following:
  • Research and Writing II
  • Plus 4 FHEQ Level 4 Electives

Year 3

Plus 1 of the following:

  • Video Production
  • Creating Digital Images
  • Political Communications
  • Celebrity and Fan Culture
  • Feature Writing
  • Fashion Marketing and Retailing
  • Psychology of Fashion and Luxury Goods
  • Plus 4 FHEQ Level 5 Electives

Year 4

Plus 5 of the following OR Internship and 3 of the following:

  • Web Design
  • Fashion and Media
  • World Internship in Communications
  • Internship in Communications
  • Advanced Digital Video
  • Documentary Theory and Production
  • From Script to Screen
  • Pictures of Power
  • Publications Layout
  • Media Ethics
  • Global News Analysis
  • Advertising Management
  • Digital Marketing and Social Media
  • Global Marketing Management
  • Digital Marketing and Social Media
  • Luxury Brand Management

Scholarships & funding

Several scholarship options are available. Please check the university website for more information.

Tuition fees

  • £9,250 (UK/EU)
  • £14,750 (INT)
  • $38,000 (US)

Continuing studies

Further Education

CASS Business School, London School of Economics and Political Science, SOAS, University of London, University of Cambridge, University of Sydney

Career opportunities

Where do Richmond's Communications: Advertising & PR graduates go?

BBC, Bloomberg L.P, EMI Music, 19 Entertainment, Omnicom, MediaCom, Viacom, Disney Television International

Career paths for Communications graduates

Media, Marketing, Advertising, Corporate Communications, Music industry, Events Management

Contact school

Want to know more about this program, BA Degree in Communications: Advertising & PR? Fill out the following form and include any questions you have. This information will be sent directly to the school, and a representative will respond to your enquiry.

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We talk to Dr. Sam Brooker and student Leah on the benefits of studying Communications: Advertising & PR / Media Studies BA (Hons) at Richmond, The American International University in London.

About this institute

Richmond, The American International University in London

At Richmond, The American University in London we offer a Liberal Arts education renowned for its flexibility and broad-based curriculum. We have campuses in two of London’s premier area – Richmond and Kensington. Our Liberal Arts approach is designed to...

Read more about this school

Why study at Richmond, The American International University in London

  • Our multi-disciplinary Liberal Arts degree programmes for undergraduates
  • Our international and specialist education for postgraduates
  • The UK university where you can graduate with both a UK and US degree
  • Exceptional teaching – our students put Richmond in the top five London universities for overall satisfaction levels on the quality of the course – 2021 National Student Survey (NSS)
  • Experience life in London, the top student city in the world
  • Accredited Internships to enhance your employability
  • Scholarships – making studying with us more affordable
  • Study Abroad opportunities for undergraduates on a global scale

Contact info

Richmond, The American International University in London

Richmond Hill Campus
Queen’s Road
TW10 6JP London
United Kingdom

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Contact school

Want to know more about BA Degree in Communications: Advertising & PR? Fill out the following form and we'll pass your details on to a representative from the school, who will respond to your enquiry.


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